Careem

Category:

Services:

Date:

April 30, 2018

Team:

Project Detail

TDF partnered with Careem during its high-growth phase in Pakistan, crafting hyper-localized, engagement-driven campaigns that strengthened its position as the region’s favorite ride-hailing app. From seasonal activations to cultural moment marketing, our work blended humor, relevance, and digital-first strategies to connect Careem with millions of users.

“Go Careem Go” (2017)

Objective: Boost app adoption through relatable, viral-friendly messaging.
Strategy:

  • Lighthearted memes & GIFs personifying Careem as the ultimate “sidekick”
  • User-generated content (UGC) prompts like #MyCareemStory
    Impact: 3x increase in social mentions vs. previous quarter

“Bahar Niklo” (Spring 2017)

Concept: Encouraging Pakistanis to explore cities after winter.
Tactics:

  • Geo-targeted discounts tied to weather updates
  • Influencer collabs (travel bloggers, photographers)

Seasonal & Cultural Campaigns

Ramzan/Eid Activations

  • “Careem Bet” (2017): Playful cricket-themed promos during PSL season
  • “Careem August PR”: Monsoon-themed safety tips + ride discounts

Monthly Engagement Drivers

  • September PR: Back-to-school/office ride bundles
  • November PR: Winter holiday “Secret Santa” promo codes